“We’re weird; we’re different,” says Mat Franken, the CEO of Aunt Fannie’s, which makes powerful, nontoxic cleaning and pest control solutions that are safe for use near food. And he means that in a good way.

The Aunt Fannie’s team has used quirky branding that harkens back to simpler times to address a rather unglamorous problem for households and the food industry—fruit flies. In this interview from Natural Products Expo East, Franken explains how FlyPunch! came to be, what the branding philosophy was and how he pulled together an all-star advisory board.